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Advertising and New Media


Blowout Sale! Save 83% on the Advertising and New Media by Routledge at Translate This Website. Hurry! Limited time offer. Offer valid only while supplies last. This comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from


Product Description

This comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' to 'my' media, Advertising and New Media critically evaluates the social and cultural implications of increased interactivity and consumer creativity for the future of advertising, with examples drawn from the USA, the UK, Europe, Australia and the peoples Republic of China.


Features include:

  • evaluation of consumer-generated advertising, including the Coke Mentos phenomenon, and comparative analysis of the Dove ‘Real Beauty’ and Axe/Lynx ‘Effect’ campaigns
  • interviews with industry practitioners, providing first-hand insights on the impact of new media on advertising.

Additional Information

Manufacturer:Routledge
Publisher:Routledge
Studio:Routledge
EAN:9780415430340
Item Weight:0 pounds
Item Size:0.5 x 9.5 x 9.5 inches
Package Weight:0.79 pounds
Package Size:6.14 x 0.63 x 0.63 inches

Advertising and New Media by Routledge

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Advertising and New Media

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